Marto

A B2B AI company can support 30+ integrations and still lose potential customers because its website makes the product look difficult to implement. And that’s a bigger growth problem than it sounds. A founder might spend months building integrations with Salesforce, HubSpot, Slack, and other tools their customers already use, only to hide them behind a grid of logos somewhere near the bottom of the website. But buyers aren’t just looking for their favorite tool’s logo. They want to know how the product fits into their existing workflow, what information moves between systems, and how much work it’ll take to get started. So when I’m designing these experiences, I try to make that connection obvious before someone even considers booking a demo. That means showing actual workflows instead of just integration logos, explaining what happens between tools, and making the setup process feel understandable rather than intimidating. Because every unanswered implementation question creates another reason for a potential customer to hesitate. And good web design can remove a lot of that friction before it ever reaches the sales team. The easier it is for buyers to picture your product working inside their business, the easier it becomes for them to justify buying it.

How would you show what’s happening inside a community with thousands of conversations? For Mingle, I’m exploring a map of the people, topics and connections behind them. That same idea runs through the website and product.

A couple of weeks ago, I had a kickoff call with a B2B AI founder whose company was generating 25+ demos a month. The problem? Too many of those calls were with companies that were never going to buy. Wrong company size, wrong use case, wrong expectations. Their sales team was spending hours on conversations that were never going anywhere. So instead of focusing on getting more people to book demos, I wanted to understand why they were attracting the wrong ones in the first place. I started by looking at who their best customers were, what made them buy, and what they needed to understand before booking a demo. Then I focused on translating that into clearer positioning, more relevant use cases, and a website that made the product’s value obvious to the right buyers. Because the goal isn’t just a better-looking website or more demo requests. It’s helping the business attract qualified opportunities, make sales conversations more productive, and ultimately turn more interest into revenue. Sometimes growing doesn’t mean getting more leads. It means getting more out of the ones you’re already attracting.

Been working on a new visual identity for Mingle, a community intelligence platform. We wanted to move away from the usual B2B SaaS aesthetic and build something more expressive and human.

After exploring mezzy’s visual identity, we started bringing that direction into the marketing site. Here's one of the first hero explorations we came up with.

Been exploring the visual identity for Mezzy, a platform that brings company cards, expenses, and approvals into one place. I wanted to make the messiness of business spending part of the identity itself, so we explored blur, distortion, and translucent surfaces to represent scattered financial information coming into focus.

A B2B SaaS startup can lose a $50K/year deal after a great demo because the person who loved the product couldn’t convince the rest of their company. And I think this is something a lot of founders overlook when designing their marketing website. The person who books your demo isn’t always the one making the final decision. They might still need approval from their CEO, finance team, IT department, or whoever controls the budget. And suddenly, your website has another job. That buyer needs to explain what your product solves, how it fits into their existing workflow, what implementation looks like, and why the investment makes sense. If all they can find are generic claims, a few screenshots, and a “Book a demo” button, you’re making that conversation unnecessarily difficult. When I’m designing a B2B website, I want to make those conversations easier through clear use cases, relevant product examples, integration details, and proof that buyers can actually share internally. Because your website shouldn’t stop selling when someone books a demo. It should help them sell your product to everyone who wasn’t on the call.

Been exploring the design for a new email app. The idea was to make it easier to see what actually needs your attention, without digging through a crowded inbox. So we designed a Focus view that prioritizes important conversations and deadlines, while keeping everything else organized.

Here's the second direction we explored for this section. This time, I wanted to focus less on the agents' individual identities and more on what they can do independently, and where the team steps in to review and approve their work.

Been working on the “Meet the Agents” section for modo’s marketing site. We combined their distinct visual identities with real examples of what each one does, making their roles easier to understand while keeping everything part of the same brand.

I had a call with a B2B AI founder spending $20K/month on user acquisition, only to watch new signups drop off before they even experienced the product’s value. The problem? Users signed up, landed on an empty dashboard, and were greeted with a “Create your first project” button. From there, they had to configure settings, add data, and figure out what a successful first project should even look like. Founders often see that as flexibility. First-time users see homework. When I’m designing a first-time experience, I want to understand what users came to accomplish and how quickly we can help them get there. That might mean a realistic sample project, a relevant template, or a guided first action that produces an actual result. Because every user who leaves before experiencing the product’s value represents acquisition spend that never gets a chance to pay off. And spending more money bringing users in won’t fix an experience that gives them no reason to stay.

Another section we've been working on for modo’s marketing site. Shared context is one of the most important parts of the product, but it's not the easiest thing to communicate visually. So we built the section around a single project brief, showing how each agent uses different pieces of the same information without the team having to explain everything over and over again.

Been refining the “How it works” section for modo’s marketing site. Showing four AI agents was the easy part. The real challenge was helping potential customers understand how they'd actually work together on a project. So we built the section around one launch brief, showing what each agent produces, where the team needs to step in, and what happens after approval.

If your B2B SaaS sales team spends 15 hours a month explaining pricing to prospects who can’t afford your product, your pricing page isn’t qualifying leads. It’s creating more work. I keep seeing companies hiding everything behind a “Contact sales” button. No starting price, no explanation of what drives the cost, and no way for buyers to understand whether the product fits their budget. So someone books a 30-minute call, only to discover they can’t afford the $20K/year contract. That’s half an hour your sales team could’ve spent with a qualified prospect. And don’t get me wrong, I’m not saying every B2B SaaS needs public pricing. But I’d at least make sure buyers understand the pricing model, what affects the cost, and who the product is actually built for. Because making people book a call doesn’t automatically make them qualified leads. Sometimes you’re just making your sales team do the job your website should’ve done.